2. BCBG
BCBG is a brand that sells women clothing. The clothing is marketed mainly through social
media accounts. Those accounts are Facebook, Instagram, and Twitter. BCBG is focusing
more on supporting their online business needs and closing the in person stores.
3. Understanding the problem
Brand
BCBG produces products
that are focused on the
business casual aspect of
clothing for women. The
brand is moving towards a
different sales audience. So,
they will need more internet
marketing.
Marketing
More internet marketing will
be needed to tend to the
social needs of this brand.
The marketing will have to
go beyond social media
account.
● Blogging
● Email
Social Media
Since the marketing will
start at social media, there
should be product
designation for each
designated account. The
pictures on each account
should tend to that specific
age group that is being
targeted.
4. Understanding the Market
● What age group is on each social media account?
● How many customers are going to social media to
communicate, rather than the actual website?
● What other social ways can be incorporated to
promote this brand?
5. KPI Budget
• How much is it costing the brand to market
through online sources ?
• Is that amount bigger or smaller than the
revenue on the website?
● $3 million all together because the brand was
in recent debt.
● $1.5 million for social media campaigns
● $1 million for other relevant target techniques
●$500,000 towards email marketing
7. Proposal
Create diverse social accounts
● Personalizing products and pictures for
each account
Target the
appropriate audience
● Which age group is on which accounts?
● What do those specific accounts specialize
in?
Utilize social media
accounts to broaden other
ideas
● What are other ways to promote products ?
Gain more website
activity
● Ultimately gain more customers
8. Incentive
● What is going to make
someone want to visit
the brand’s website?
● What will drive a
customer to keep
coming back?
